Making Converts of Them All!

There’s much talk in the SEO world about improved search engine rankings, social media segues to your website, or pay-per-click advertising to drive traffic. All of these are important – to a point.

Where the SEO recipe for success can sometimes fall short is the very place that all of the work leads to: your website. We work hard to attract visitors to websites through increased rankings, ads, or engaging social media campaigns, and then we just leave them there and use the number of visitors to say, “Voila! My internet marketing campaign was a success.”

Not so fast.

The most important thing in all of SEO and SEM (search engine marketing) is conversion. Conversion is how you track your return on marketing dollars invested. Conversion is how you build your customer base. Conversion is how you test to see if your campaigns are targeting the customers you want.

But what is conversion? For every company conversion is different. For an ecommerce website, it might be a purchase complete with the customer’s contact information. For a service-oriented business, it may be a “contact me” form where the potential customer submits a question or service request. For a bank, it might be a comparison of visitors to the contact information page to new banking customers signed up in store. For a company with a basic site, it might be a phone call.

Whatever conversion suits your company, the key is to track it. So often companies will get a handful of new customers and never stop to ask, “How did you find us?” For example, if you own a pizza company, end each phone call with that brief question. Take note of the frequency people say, “I went to your website” or “I saw your ad online.” Asking only takes a moment, but it will pay dividends in knowing what is or isn’t working.

Want to know more on how to make more converts, ahem, new customers, from your website? Read Part 5 in our series on DIY SEO.

 

One thought on “Making Converts of Them All!

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